Stop Your Mobile Marketing: It’s About the Context not the Channel

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Information about Stop Your Mobile Marketing: It’s About the Context not the Channel
Marketing

Published on September 26, 2014

Author: ibmsmrtcommerce

Source: slideshare.net

Stop Your Mobile Marketing: It’s About the Context not the Channel MMA Webinar Series September 23, 2014 Sponsored By:

About the MMA The MMA is the world's leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA's mission are four core pillars: 9/23/14 Proprietary & Confidential2 Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization Demonstrating Measurement and Impact Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data Advocacy Working with partners and our members to protect the mobile marketing industry

About the MMA Additionally MMA committees work collaboratively to develop and advocate global best practices and lead standards development. Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA's global headquarters are located in New York and it has regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC), with local councils in 17 countries. For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits. 9/23/143 Proprietary & Confidential

MMA Members Include 9/23/14 Proprietary & Confidential4

MMA Members Include 9/23/14 Proprietary & Confidential5

Today’s Agenda •  Mobile as a single channel •  Meeting the challenge of the empowered consumer and the empowered marketer •  Improving the customer journey with a complete Omni-channel solution •  Omni-channel customer use cases 9/23/14 Proprietary & Confidential6

Key Insights to be Shared •  Stop thinking of mobile as a single channel and leverage the enhanced context •  Focus on the entire customer journey regardless of channel •  A complete multi-channel marketing solution underpinned by a complete understanding of the customer enables marketers to break down the organizational silos and communicate with customers in context and in the right channel 9/23/14 Proprietary & Confidential7

Today’s speakers Ben Kaplan Product Marketing Director, Mobile Silverpop, an IBM Company Josh Rochlin Global Business Leader for Mobile Customer Engagement IBM ExperienceOne John Grifferty Sr. Director of Membership, North America Mobile Marketing Association John.grifferty@mmaglobal.com Moderator:

Managing Your Questions 9/23/14 Proprietary & Confidential9 Share the Insights #MMAWeb #IBMExpOne

© 2014 IBM Corporation STOP  Your  Mobile  Marke1ng!    

© 2014 IBM Corporation of  email  opens   are  on  mobile   devices   51% PEOPLE LOOK AT THEIR 150X A DAY PHONE Source: Litmus Source: Litmus

© 2014 IBM Corporation Doing mobile right Focus on the device and the unique OS Focus on your consumer

© 2014 IBM Corporation 2011-12 SMS SMS Texts Native Push Notifications Mobile email Circa 2011-2012: Device is the context

© 2014 IBM Corporation SMS 2011-12 2013 Geo Location Mobile Web Advanced Segmentation A/B Testing Circa 2012-2013: Lets Pull More Context from the Device! A/B

© 2014 IBM Corporation SMS 2011-12 2013 Call center history Cart abandonment Loyalty point balance Social activity Indoor location Past purchases Coupon redemption Building the universal context 2014 A/B Email and Web history Today:

© 2014 IBM Corporation16 Even when we have universal context the device still matters

© 2014 IBM Corporation But your customers don’t care about the channel for them its all about their own journey …

© 2014 IBM Corporation And how you engage with them in the moments that matter most 18 TransactionAwareness ServiceEngagement

© 2014 IBM Corporation The Challenge: Consumers are now clearly in control Source: Google Shopping Intention Survey 2013

© 2014 IBM Corporation to be known as an individual personalized, timely information, service and promotions Consumers are more demanding than ever before, expecting… a seamless and integrated experience as they move across mobile, online and offline channels. acknowledging their interests, preferences, behavior and interactions. in the right place and at the right time for maximum relevance.

© 2014 IBM Corporation Mobile Push Notification enables brands to have rich engagements with their mobile apps Customized Preference Center Simple Notification Rich Notification Notification Inbox

© 2014 IBM Corporation Mobile Web Push allows marketers to have rich engagements with site visitors Simple Notification Notification Inbox Rich Notification

© 2014 IBM Corporation Reality is that marketers are stumbling….. of Marketers run Mobile Marketing tactics integrated as part of the overall customer engagement Only 21% Source: The State of Marketing 2012. IBM’s Global Survey of Marketers

© 2014 IBM Corporation To meet the challenge of the empowered consumer, the empowered marketer needs to implement continuous customer engagement 1:1 Marketing •  Marketing interactions •  Controlled and planned (campaign focused) •  Batch / cached offers •  Large segment personalization •  Structured data •  Owned (addressable) media Continuous Customer Engagement •  All customer interactions •  Agile (customer focused) •  Real-time and location aware offers •  Contextual hyper-personalization •  Structured & unstructured data •  Paid, earned and owned media

© 2014 IBM Corporation Improving the Customer Journey 25

© 2014 IBM Corporation Why Marketing Orchestration is so important It’s goal is to determine what is the right journey for the customer vs. focusing on selling products through specific campaigns Delivers greater profitability, efficiency, and higher customer satisfaction (need support) Customer journeys are more strongly correlated with customer satisfaction and willingness to recommend than uncoordinated communications. of customer interactions happen during a multi-event, multi- channel journey. Over 50% 30% Source: McKinsey 2013

© 2014 IBM Corporation Complete Omni-Channel Solution UNIVERSAL   BEHAVIOR   Capture  Every   Action     Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual SINGLE   IDENTITY   Connect     The  Dots     Connects every customer touch point into a single view MULTI-­‐ CHANNEL   Communicate   Across   Platforms     Sends personalized messages everywhere each customer prefers to connect BEHAVIORAL   INSIGHTS   Understand   Path  To  Revenue   Discovers customer preferences by analyzing data from all devices and channels MARKETING   DATABASE   Manage   Behaviors     At  Scale     Manages everything about each customer, easily and at scale INTERACTION   ENGINE   Automate   Communications     Gets personal with each customer, one at a time and in real-time

© 2014 IBM Corporation MARKETING DATABASE WEB ANALYTICS ECOMMERCE IN-STORE POS MOBILE EMAIL PLATFORM CUSTOMER DATABASE WEB ANALYTICS ECOMMERCE IN-STORE POS MOBILE EMAIL PLATFORM CUSTOMER DATABASE

© 2014 IBM Corporation Connects the Dots Connect all the ways that each customer interacts with your brand. SINGLE IDENTITY $$$ Jim •  Email   •  Mobile  App   •  In-­‐Store   •  Online   •  Social  

© 2014 IBM Corporation UNIVERSAL BEHAVIORS: Listen everywhere. Respond in context.

Complete Contextual Profile Mobile     Universal  Behaviors   Email  Events   Email,  Web,  Social     The  Real  Value  to   the  Marketer Customer   Profile  

Customer   Contextual   Profile   Email   Web   SMS   Mobile/ Digital   Improved Omni-Channel Output

© 2014 IBM Corporation Omni-Channel Solution Benefits § Consistent cross-channel communications § Orchestrated omni-channel messaging system that leverages a complete customer contextual profile § Cross device/platforms to ensure brand continuity and more relevant interactions 33

© 2014 IBM Corporation Omni-Channel Customer Use Cases

© 2014 IBM Corporation Use Case: Cross Channel Cart Abandonment 35 Email and Web history Desktop Cart abandonment Past purchases Geofence + Push Notification

© 2014 IBM Corporation Use Case: Offers based on AOV and Preferences   36 Email and Web history Past purchases

© 2014 IBM Corporation Use Case: Customer Personas and Scoring Models   37

© 2014 IBM Corporation Use Case: Identity through Social Sign In or Email Capture

© 2014 IBM Corporation … or through an App Deep Link

© 2014 IBM Corporation Complete Omni-Channel Solution UNIVERSAL   BEHAVIOR   Capture  Every   Action     Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual SINGLE   IDENTITY   Connect     The  Dots     Connects every customer touch point into a single view MULTI-­‐ CHANNEL   Communicate   Across   Platforms     Sends personalized messages everywhere each customer prefers to connect BEHAVIORAL   INSIGHTS   Understand   Path  To  Revenue   Discovers customer preferences by analyzing data from all devices and channels MARKETING   DATABASE   Manage   Behaviors     At  Scale     Manages everything about each customer, easily and at scale INTERACTION   ENGINE   Automate   Communications     Gets personal with each customer, one at a time and in real-time

© 2014 IBM Corporation Native App Push Mobile Web Push Notification inbox for anytime access to messages Marketer-friendly messaging interface APIs for CRM automation and analytics integration Robust analytics drives insights Real-time targeting & personalization based on events, customer segments, behavior and location Simple and rich push notifications campaigns for native and web apps as well as mobile devices Push notifications campaigns offer companies a way to influence intent, inform customers, and learn about mobile users Targeted Mobile App and Web Marketing Campaigns 9:42 AM

© 2014 IBM Corporation SMS 2011-12 2013 Call center history Cart abandonment Loyalty point balance Social activity Indoor location Past purchases Coupon redemption Leverage the universal context 2014 A/B Email and Web history Your Mandate:

© 2014 IBM Corporation Closing: Key Takeaways 43 •  Think of the entire customer engagement journey in context… the universal context •  Attract, delight and grow the loyalty of customers by enriching the ways you engage each of them •  Companies that create the best omni-channel experience for their customers will hold significant advantage over their competitors •  Adopt a solution that can provide a holistic view of your customer to help optimize all your marketing campaigns regardless of channel STOP Your Mobile Marketing! It’s About the Context Not the Channel

© 2014 IBM Corporation Contact Information Ben Kaplan Product Marketing Director, Mobile Silverpop, an IBM Company kaplanb@us.ibm.com Josh Rochlin IBM Xtify Global Business Leader Mobile Customer Engagement. IBM ExperienceOne jrochlin@us.ibm.com @IBMExpOne LinkedIn Slideshare YouTube

MMA Webinar Series 9/23/14 Proprietary & Confidential45 10 Things to Know About In-Store Mobile Marketing October 2 Introduction to Location- Based Audiences October 14 Winning on Pinterest for Marketers October 21 Upcoming MMA Events SM2 Innovation Summit September 30-October 1 The SMARTIES October 1 APAC Forum/The SMARTIES – Vietnam October 30 EMEA Forum – London November 10

Additional Resources Smartbrief click here Mobile Smart Fundamentals click here LinkedIn Group click here Twitter click here MMA Online: Committees at Work click here MMA Online: Webinar Archive click here MMA Online: White Papers click here 9/23/14 Proprietary & Confidential46

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